Wine in Moderation–Art de Vivre is an international programme of the wine sector to inspire healthy lifestyles and well-being, and to contribute to the reduction of alcohol related harm.

The Programme builds on scientific evidence, education and self-regulation to organise and empower the entire international wine value chain, in raising awareness and knowledge about responsible drinking patterns and moderate wine consumption.

The Wine in Moderation Programme is our commitment « for a sustainable wine culture that inspires healthy lifestyles and well-being ».

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In the framework of the EU Public Health policy and for the first time ever, the European Commission adopted in October 2006 a specific EU Strategy to Support Member States in reducing alcohol-related harm.

When the Wine in Moderation Programme was launched in 2008, it was a big step for the wine sector. For the first time, all relevant actors within the European wine industry had come together to develop a comprehensive programme to promote responsibility and moderation in wine consumption.